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This video, we're gonna talk about seven things that you can do to get better quality leads with your meta ads. A lot of contractors hear about what a good opportunity Facebook is to run ads on and then they go and hire an agency who might not know what they're doing and they get a lot of really low quality leads. So in this video, I wanna show you what results in those low quality leads and how you can make them better so that the leads you're getting are leads that you can actually close so you can make money for your business. Let's dive into it with the first trick that I found almost always results in higher quality leads who are more likely to be directly within your service area, and that trick is what I call town by town campaigns.
Town by town campaigns are when rather than having one big open, targeting area, like, you're you're targeting, like, three counties at the same time and just saying, like, hey, you know, West Virginia homeowners or whatever it may be, you break out that campaign into a bunch of individual little towns. So, when I say little town, it could be like a town with this, you know, fifty to a hundred and fifty thousand people, something like that. And it's something that's kind of intuitive and you have to feel it out. But if you can find ten to fifteen towns, even neighborhoods that you know there's good ideal leads in that town and then make all these micro campaigns that target that town specifically and call out that town specifically.
So how it works is on each of these micro campaigns, you're gonna call out that town in the body of the ad. And then in the lead form for that, you're gonna ask them, hey. Do you live within five miles of this specific town? And then you just rinse and repeat. Do that for the ten or fifteen campaigns, that you're gonna be, you know, the ten ten or fifteen towns that you're gonna be running. And then, make it a qualifying question. So, like, in the lead form, Facebook lets you turn on conditional logic. And so if they hit no, I don't live within five miles of that town, then it will automatically disqualify the lead and it won't prompt them to fill out their information.
I've done this multiple times for clients who are struggling with the quality of the leads, and it seems to be a winner almost every single time. Number two, you wanna make sure you're calling out to the right person at the right time. So you don't wanna just wanna say, hey. Are you thinking about getting this HVAC replacement done? Or, hey. Here's why you should get this HVAC replacement done. You wanna call out homeowners who are specifically in the market. So get your old AC unit replaced right away.
Right? So, now you're talking to a specific demographic, a person who has an old AC system and they do wanna get it replaced right away. Now, hold on there. I can tell by the expression on your face that you don't actually think that that's important, but let me give you an example so you can see exactly why it is important. There was a remodeler that I worked with in New Jersey, and when they started, we ran two campaigns for them side by side, side by side, same budget on each campaign. On the one campaign, it said, hey. You can get a free three d design for your kitchen. On the other campaign, it said, we're looking for new kitchens to start right away.
Do you know what we noticed? On the campaign that said get a free three d design, they were getting maybe a couple schedules, but no sales. Whereas on the other campaign, they were getting a bunch of schedules and a bunch of sales. They actually did, I think it's two hundred and something k in their first three months with us. And, also, eventually, they got to a sixty percent set rate and forty percent close rate on those leads. Talking to the right customer at the right time in that headline is super important to make sure you're getting good quality leads that are in the market to buy right now. Number three is qualifying questions. Facebook lets you turn on conditional logic for your leads coming in so that if they answer questions in a specific way, you can either say, yes, this is a qualified lead or no, this is a disqualified lead.
Don't collect their information. This is so important because there's a lot of bots on Facebook. I don't know if it's like, people's accounts that got hacked or something like that, but those bots will just go and fill out a bunch of random lead forms. And so you just get a lot of junk leads that aren't even real people. And then when you call those phone numbers, the people are like, how did you get my phone number? So to put an end to the tyranny of such robots, what we can do is ask a qualifying question that's, hey, do you own your home? When are you looking to get started? Within the next couple weeks?
You know, next couple of months or don't know, not sure yet? And then you can disqualify the leads that don't answer the questions correctly. This helps get rid of those bots and it also helps for those people that, you're to weed out the very bottom bottom of the barrel, like, people who answer, like, oh, I don't know when I wanna get this done. You wanna weed them out.
Right? And so that will help actually optimize the algorithm to get the ad in front of more and more of the right type of person. You wanna have one to two qualifying questions max. You don't wanna do more than that, typically because it's going to create too much friction and you'll just stop leads from coming in.
Number four is to have pictures of your company representatives. So rather than just a graphic, rather than just, you know, pictures of work being done, which all that stuff is good, But having at least a couple images in the rotation of your guys or representatives from your company or maybe you at a job site working on something with your company brand on the shirt. Because what that's gonna do is the leads who see that, now it's not a company anymore. People don't connect with a company, they connect with people.
So, having people in those ads that are representing your company and not in some way that, like, makes it look like a stock photo or something like that. It could even just be cell phone photos, but having those people will help, create that connection with your company, create that connection with those people so that when you call them, you know, now, like, it's not like hanging up is a little bit harder to do. Right? Because now it's a person that you reached out to.
They're reaching back out to you. It's not some random company that, you know, is just trying to I don't know. You get it. Basically, people create connections, have people in your ads. So next on my list is something that I never see contractors doing, but I've done it for my agency. I've seen other companies do it for their agencies. And so, I started applying it for my contractors and it tends to boost the lead quality and here's what it is. Number five, including a thank you page video.
A thank you page video is basically where you have a landing page that has a video on it about your company that highlights what you do, highlights how you're different, highlights some of your best reviews, and, is put on a landing page that after somebody fills out the lead form, they then get sent to that landing page. And you would be surprised how many people who fill out the lead form will stay and watch that longer video that's going into all the details about your company. We've seen a surprising amount of leads actually stay and watch that video and get to know the company. So what happens is you go from some random company on the Internet to to that they reached out to to somebody that they can build a connection with. So, oh, now these are people. Now, you know, understand the business. So you can have, you know, descriptions of what your company does.
You can highlight some of the best reviews you've gotten, pictures of you, your family, you know, whatever it is. Because now you're you're building that rapport ahead of time before you even talk to the lead. So they're probably gonna be more likely to schedule with you and they're probably gonna be more likely to sell. Number six is to have an offer that's likely to attract the right type of person.
So a lot of companies will have, you know, they'll they'll just do whatever generates leads. So it could be like some really low monthly payment or even a weekly payment or something like that. But those types of campaigns and those types of offers are likely to attract people who just do not have the money to buy and they're just hoping it's it's a hail Mary, to basically see if, oh, maybe I can maybe I can, be able to afford this. Maybe this is kind of like a buy here, pay here auto dealership and they're gonna finance me.
So what you wanna do is be conscientious in the offers you run to make sure that there are types of offers that could appeal to someone who does have money and is just trying to save it, just trying to to manage it more wisely. So what tends to work really good is, like, zero percent APR for sixty months. Right? Because people that, that respond to that, you're likely to get a better percentage of of people that respond to that who, you know, basically, they they think they have a good enough credit score that they have a shot of getting that.
Right? It tends to kinda do that. When we, when I compared all my HVAC contractors all over the all over the US, I saw that if a lead came through a zero percent APR campaign, they were two and a half times more likely to turn into a sale than a lead that came from a low monthly payment campaign. Now, it's different in every market, so you have to test.
It's more about me giving you the tools and knowing kind of what parameters to operate in so that you can go and experiment yourself on those different types of offers while knowing why you're experimenting on them. For example, if you run a campaign that's, hey, you know, get this get this HVAC system at this low price or the first HVAC system you buy from us is at this low price. Right?
You're likely to get and I'm I'm talking about the whole price of the HVAC system. Right? So if it's a seven thousand dollar, you know, ten thousand dollar, whatever, if in your market, people will recognize that that's a low price compared to what they're typically being quoted, you can get a lot of leads and they can be really good quality leads because, you're offering a full cash price. And so people who respond to that are likely to be people who at least think they have that much money to be able to pay for your HVAC system or even a tune up offer because that's gonna attract people who are, you know, at least they're expecting to spend some kind of money. Right? If you have a ninety nine dollars AC tune up, you're likely to get some of those customers who are likely to be, you know, the types of people who maintain stuff, they take care of their stuff, they're willing to spend money to take care of their stuff. And so, sometimes you have a better chance, I've seen this before, where you have a better chance of closing tune ups into new system replacements rather than, you know, the straight system replacement quotes.
Right? So that can be something to test out. You know, if you found that you're running replacement sale leads and that, you know, you're just not getting any sales from them, try tune ups and see what happens. And number seven is gonna be a little confusing to understand at first, but your marketing should be a product market fit and let me explain. A lot of people in their marketing, they want to look like the big guys or, or bigger companies wanna look small and local and authentic. I think this is a huge mistake because what people are doing is essentially saying, alright. Well, let me see what generates the most leads and then I wanna do that thing.
Right? But the problem is the types of leads you're attracting, you know, if you're if all your marketing is, I wanna look like the big guy, you know, all of my ads are these beautiful graphic designs and this, that, and the other. And then, you know, you you talk to those leads, they're they're gonna be expecting someone to show up in a nice, you know, polished shirt, wrapped van, all this good stuff, you know, to have like a a money back satisfaction guarantee or whatever whatever all the big guys are doing right. They're gonna expect a certain level of service.
And if your company is a newer company, a smaller company, you're just not gonna be there yet. Right? And so, to be able to to to use that to get leads when you go into the home, you're going to be expecting, or or they're going to be expecting a certain level of service that you can't provide yet, and so it's gonna make it harder to close that lead. I recently had Tim Brown on the channel.
I'll link to the interview below. But, he said that his wife, when they're when she's looking for a company, she actually looks for contractors who have crappy websites who don't look like they have it all together yet. I myself recently had to hire someone to repair my washer and, I was looking for companies that specifically, like, they had a lot of reviews and they had good reviews, but it wasn't like, you know, five hundred reviews at four point nine or, or five stars because I knew that the person I was looking for was likely to be a little bit cheaper. So the best thing you can do is to sell from where you're at.
If you're a big company, you've got it systemized, you've got it figured out, you've got all the warranties, you've got, you know, the satisfaction money back guarantee, or whatever it is, you wanna sell really hard from that position and say, hey, we're established, it's safe, we're not a fly by night company, We've been doing this for twenty years. You wanna sell from that position because there's a customer that's looking for you. If you're a company that, you know, you're a smaller company, you are the owner and you're going to personally go meet with the with the homeowner. You have the experience.
You can, you know, you know that you're you're a good, honest, you know, business. You're not gonna try to screw them over. You're not gonna try you're you're you're gonna be less expensive. Right? Sell hard from that position. Right? Everybody has their position in the market. Everybody but the good news is that homeowners are looking for specific types of homeowners are looking for specific types of companies to work with.
So sell from where you're at and use that to differentiate yourself so that people can reach out to the type of person that they want to do business with. And, when they do that and you show up and you're consistent with what the marketing message you put out there was, you're more likely to get their business. And, lastly, one more thing I'm going to mention. Number eight, even though we didn't have eight things on here, is execution.
It is so important, like you have all these ideas now, right? You know you need to follow-up with leads, you know you need to call leads, you know you need to text leads, right? But it's not the knowing, it's the execution, it's the doing. So now that you have the ideas, comment below, tell me how you're gonna execute, what you're gonna try next.
Tell me if there's something you've seen work on your Facebook ads, something that you disagree that you've seen. Comment it below because I wanna know what your experience has been. I'm always learning, you're always learning, we're all learning together, so let's have a good discussion about it. So if you got some value from this video, please hit the subscribe button, hit the notification bell, and like this video to tell YouTube that I did a good job.
I'll see you in the next video.
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